The Evolution of CRM: AI-Powered Personalization Meets Hyperautomation

Kattula, Nagasruthi (2025) The Evolution of CRM: AI-Powered Personalization Meets Hyperautomation. World Journal of Advanced Engineering Technology and Sciences, 15 (1). pp. 1090-1105. ISSN 2582-8266

The evolution of Customer Relationship Management (CRM) has transcended traditional tracking systems to embrace sophisticated AI-powered personalization and hyperautomation technologies. This technological convergence addresses fundamental limitations of legacy CRM platforms, which struggle with data silos, emotional engagement, rigid workflows, and batch processing models. Modern cloud-based CRM systems leverage Customer Data Platforms to create comprehensive customer profiles, while generative AI transforms communication strategies through contextually aware content creation. Hyperautomation extends these capabilities by integrating Robotic Process Automation, AI-enhanced decision making, and low-code/no-code platforms to optimize end-to-end processes. Supporting these advances, multi-cloud architectures and edge computing provide the infrastructure necessary for real-time personalization at scale. Organizations implementing these technologies report substantial improvements in customer retention, revenue growth, operational efficiency, and scalability while facing implementation challenges related to data quality, model maintenance, and compliance requirements.